Bennett, Coleman and Co Ltd (BCCL) has joined hands with Mumbai-based PR consultancy and advertising group Adfactors PR Pvt Ltd to create a PR entity, Tatva Pvt Ltd.
The new entity would be an independent venture with distinct identity, management and network offices. Tatva will manage and build the public image of firms in which BCCL holds equity stakes. The new entity would be a 33:67 joint venture with the Adfactors Group holding the majority stake.
The company has been formed with the primary purpose of providing high quality PR services to the Private Treaties companies, where BCCL holds a stake. However, the mandate is not limited to that. Tatva could cater to clients existing in the open market as well, said an informed source.
Ravi Dhariwal, CEO (Publishing), BCCL, said, “We are diversifying into many different business arenas at present. This is just a small investment out of the total investments that we are making. We have joined hands with Adfactors because we felt that it is a good investment proposition and the management of Adfactors is good.”
Private Treaties was set up by started by The Times of India Group is a innovative venture, wherein it leverages the long experience and wide reach of the Times Group to create value for its Private Treaties clients through a strategic partnership. This effectively involves picking up smaller stakes in companies and offer them branding and favourable advertising deals.